The phrase ‘Human Fundamentalism’ conjures up a lot of images. Alex Box and a kaleidoscope of colour, until now, hasn’t been among them.
Illamasqua have put ‘Human Fundamentalism’ on the makeup map and the packaging of their SS12 collection. Already known for pushing individualism, with their support of the Sophie Lancaster foundation and use of characteristic models, this collection reinforces their brand DNA, what they’re all about. Creative Director Alex Box told i-D she was inspired by everything from Harajuku girls, Egyptians and Arabic women in saris, to the rude girls she sees walking around Peckham, the nineties and the colourful fashion bunch of London. Her aim for spring summer was to create “a reversed Marilyn Monroe”, so this collection features acid coloured eye shadows, teal lipsticks, white eyeliner and 3D nails courtesy of nail artist Rebecca Wilson.
i-D online asked Alex two quick fire questions about the collection…
What’s your favourite item? It’s a tough one between scribe (the white liquid eyeliner) and the teal lip because for me that’s what we’re about, taking something traditional like liquid eyeliner or a lipstick and changing the colour. To actually see somebody in the streets wearing white eyeliner instead of black or teal lips instead of red, to me that’s a breakthrough; pushing perception of make-up and challenging what’s acceptable with colour.
Why do you think a teal lip is so hard to wear, but an eye shadow isn’t? With the mouth I think people ask is it pouty, is it sexy, is it attractive. People are very afraid of getting the shape or application wrong, it’s easy to add colour onto the eyes and it’s still playful and flirty. I think if it’s not attractive it becomes more of a statement of what you are. It’s interesting with the mouth because it’s a sexual area, it’s what you eat with. Taking a colour out of the norm and putting it onto your lips is making a statement.
Text: Laura Chatterton